how nudging can improve your customer experience
TRANSCRIPT
Morgenmøde
NUDGING STYRKER DIN CUSTOMER EXPERIENCE.
Dea Buus Marcussen User Experience Architect
Peter Kræmmer Head of D&AD
+43%
-34%
Leaders
Laggards
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
CUSTOMER EXPERIENCE.
Det betaler sig at tænke holistisk
AGENDA.
• UX vs. CX
• Sammenspil mellem digitale og analoge kanaler
• Brugeridentifikation og kundedata
• Personalisering
• Husk dine egne medarbejdere
User Experience
Customer Experience
Brugeren skal genkende brandet
Typisk digital tilstedeværelse
Men – skal brugeren føle sig genkendt?
Website
Subsites
Twitter Blog
Customer service
CUSTOMER EXPERIENCE IS NOT WHAT YOU SAY IT IS. IT’S WHAT YOUR CUSTOMERS SAY IT IS.
AGE OF THE CUSTOMER - HVORFOR CX ER KRITISK.
A customer is 4 times more likely to defect to a competitor
if the problem is service-related rather than price- or
product-related. – Bain & Company
GOOD CUSTOMER EXPERIENCE LEADS TO…
• Additional sales
• Customer to customer recommendations
• Less churn
Source: Kerry Bodine, Forrester: From user experience to customer experience
CUSTOMER IDENTIFCATION.
Hvad ved vi om brugerne?
Brugerdata Kundedata hvad ved vi om kunderne?
PERSONALIZATION.
Målgruppe
Personlig
Opgave
Omnirelevans
Situation Media
Message
GOD RØV TREKANTEN.
Pleasure of choice
vs.
Abundance of options
3 in 4 online shoppers prefer retailers that use personal informa6on to improve the
shopping experience. - Accenture
CUSTOMER EXPERIENCE ECO SYSTEM.
Discover
Evaluate
Buy
Access
Use
Get Support
Customer Lifecycle
Discover
Evaluate
Buy
Access
Use
Get Support
Marketers
Retail/ Ecommerce
?
Customer support
Product developement/ Service design
4 RÅD.
• Map og analyser dine kanaler
• Lær dine kunder at kende
• Skab personaliserede oplevelser og pleasure of choice
• Læg en CX strategi og prioriter dine medarbejdere
OG ET EKSTRA RÅD PÅ FALDEREBET.
• Test din egen CX
People will forget what you said People will forget what you did But people will never forget how you made them feel.
Maya Angelou
PAUSE.
DON’T READ THE NEXT SENTENCE.
You little rebel. You’ve been nudged.
DIGITAL NUDGING.
Et nudge er et forsøg på at påvirke menneskers valg og
adfærd i en forudsigelig retning og i overensstemmelse med
deres reflekterede præferencer uden at begrænse deres
valgmuligheder eller ændre afgørende
ved handlingsalternativernes omkostninger, hvor
omkostninger forstås som økonomi, tid, besvær, sociale
sanktioner, o.lign."
Source: Pelle Guldborg Hansen
Et nudge er et forsøg på at påvirke menneskers valg og
adfærd i en forudsigelig retning og i overensstemmelse med
deres reflekterede præferencer uden at begrænse deres
valgmuligheder eller ændre afgørende
ved handlingsalternativernes omkostninger, hvor
omkostninger forstås som økonomi, tid, besvær, sociale
sanktioner, o.lign."
Source: Peter Kræmmer
DON’T READ THE NEXT SENTENCE.
You little rebel. You’ve been nudged.
BRAND*
EXPERIENCE.
Brand = The perception of an organisation, company or product.
Source: sas.com
Source: 3 (Hi3G)
BRAND EXPERIENCE ER IKKE HVAD DU SIGER DET ER. DET ER HVAD DINE KUNDER OPLEVER DET ER.
CUSTOMER EXPERIENCE.
Source: RadioLab, The Trust Engineers
97% Fejlkatagoriseret
Source: RadioLab, The Trust Engineers
97% Fejlkatagoriseret
28% Embarrasing
It’s embarrasing
Source: RadioLab, The Trust Engineers
97% Fejlkatagoriseret
28% Embarrasing
It’s embarrasing
80% Personlig henvendelse
Source: RadioLab, The Trust Engineers
DBA
Source: dba.dk
Source: Ryanair.com
Source: Ryanair.com
Source: Ryanair.com
CUSTOMER EXPERIENCE.
Hvordan kunderne opfatter deres interaktioner
med din virksomhed.
Source: Kerry Bodine, Forresters: From user experience to customer experience
HVORFOR PRIORITERE CUSTOMER EXPERIENCE & NUDGING?
TILFREDSE KUNDER ER LOYALE KUNDER. 3.000 australske kunder vurderede 34 af Australiens største brands.
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
13 PARAMETRE.
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
11 UD AF 13 PARAMETRE ER EMOTIONELLE.
31% 47%
Ved ikke Utilfredse
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
CUSTOMER EXPERIENCE.
22%
Tilfredse
Utilfredse
Source: whatech.com/hosted-contact-centre/news/95434-pre537-digital-customer-experience-badly-delivered
CUSTOMER LOYALTY.
Tilfredse
73% 17%
MONEY MONEY MONEY.
MONEY MONEY MONEY. 10 customer experience LEADERS 10 customer experience LAGGARDS
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
MONEY MONEY MONEY.
Leaders
+43%
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
MONEY MONEY MONEY.
+43%
-34%
Leaders
Laggards
Source: Kerry Bodine, Forrester. YouTube: From user experience to customer experience
MONEY MONEY MONEY. DERFOR ER NUDGING OG GOD CUSTOMER EXPERIENCE VIGTIG.
USABILITY DESIGN.
USER EXPERIENCE DESIGN
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
USER EXPERIENCE DESIGN
Remove frictionUSABILITY DESIGN
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
Source: frederiksberg.dk
MOTIVATION.
USER EXPERIENCE DESIGN
Remove frictionUSABILITY DESIGN
Increasing motivationPSYCHOLOGY
Source: Seductive Interaction Design: Creating Playful, Fun, and Effective User Experiences.
SelvrealiseringKreativitet, Udfordring, drømme
SelvværdAnsvar, selvrespekt, påskønnelse, status
Sociale behovKærlighed, tilhørsforhold, social accept
TryghedStabil indtægt, job, familie
Fysiske behovMad, søvn, husly, varme
Source: Maslows behovspyramide
MeningsfyldtPersonligt og betydningsfuldt
BehageligtBrugervenligt og effektivt
BrugbartForhindringfrit og anvendeligt
PålideligtTilgængeligt og præcist
FunktioneltMuligt at gennemføre en handling
Source: Pentia
DIGITAL NUDGING.
Persuasive and seductive design.
Source: bt.dk
Source: amazon.com
Source: rodekors.dk
Source: rodekors.dk
Off On
Off On
Off On
Source: Yahoo News Digest
Source: iOS
Source: billetto app 2014
Source: billetto app 2014
Source: MicroSoft Outlook Web app
Source: MicroSoft Outlook Web app
Source: Twitter
Source: SAS iOS app
Source: wetransfer.com
Source: wetransfer.com
Source: Songkick app
Source: Songkick app
Source: Songkick app
Medie Besked
Situation
GOD RØV TREKANT.
OPSUMMERING.
• Nudging skaber en vedkommende user experience.
• En god user experience skaber loyalitet
• Loyalitet styrker brand position